The RAB webinars this week featured Mel Taylor of Mel Taylor Media. He opened by encouraging salespeople to know what every client is doing in digital advertising, and suggested four important things to know about prospects and clients. You'll want to soften the language, but these are questions to ask every prospect and to ask every client on a regular basis:

-- What is your marketing allocation for the various media?
-- How are you allocating the digital portion?
-- What other digital media are pitching you?
-- What new digital opportunities are you considering?

He pointed out that you won't have a shot of getting digital dollars if you don't first know what your clients are doing and considering.

Source: John Potter, SVP/Professional Development, RAB

The Radio Advertising Bureau serves more than 6,000 member Radio stations in the U.S. and over 1,000 member networks, representative firms, broadcast vendors, and international organizations. RAB leads and participates in educational, research, sales, and advocacy programs that promote and advance Radio as a primary advertising medium.